bringing rhode to more spaces, places, and faces globally
In the quiet space between commerce and creativity, Hailey Bieber steps onto a beach to remind the world that Rhode is no longer simply a personal project — it is a brand with global ambitions. Since its modest 2022 launch with three products, Rhode has grown into a venture significant enough to attract e.l.f. Beauty's acquisition, while Bieber retains the creative reins. The campaign image, sun-warmed and carefully composed, is both an advertisement and a statement of authorship — a founder insisting her vision survives the machinery of scale.
- Rhode, born from three products in 2022, has expanded into a full beauty line compelling enough to be acquired by e.l.f. Beauty in May 2025 for its manufacturing and distribution muscle.
- Bieber's beach campaign lands not just as promotion but as a signal — she remains chief creative officer, and the brand's aesthetic identity is still hers to define.
- Followers flooded her Instagram with adoration, but the louder tension surrounds her husband Justin's Coachella headline set, which divided audiences sharply over what constitutes effort and artistry.
- Critics called Justin's YouTube-reliant performance lazy and unworthy of a reported $10 million fee, while loyal fans found unexpected intimacy in the stripped-down format.
- The couple's parallel visibility — Hailey building a brand, Justin headlining festivals — plays out under the unforgiving lens of social media, where perception shifts faster than any campaign can control.
Hailey Bieber recently shared a beach campaign for Rhode, her skincare and beauty brand, posting behind-the-scenes Instagram photos of herself in a brown bikini surrounded by products. The comments filled quickly with admiration, but the images carry weight beyond aesthetics — they mark a brand in transition.
Rhode launched in June 2022 with just three products: a peptide glazing fluid, a barrier restore cream, and a peptide lip treatment. It has since expanded into a broader beauty line, drawing enough consumer momentum to attract e.l.f. Beauty, which acquired the brand in May 2025. Crucially, Bieber stayed on as chief creative officer and head of innovation, preserving her influence over product development even as Rhode gains access to e.l.f.'s industrial infrastructure. When she announced the deal, she framed it simply: she had always wanted to bring Rhode to more people globally, and this was how.
Bieber has remained publicly visible beyond the brand — attending the Australian premiere of "Wuthering Heights" in a sheer Saint Laurent gown and appearing at Coachella in April, where her husband Justin headlined the festival. Justin's set, however, became a flashpoint. The second half consisted largely of him singing over his own music videos played on YouTube, prompting fierce criticism online — one user called it the worst performance they'd ever seen, another questioned the reported $10 million fee. Yet some fans found the format genuinely moving, treasuring the chance to hear older songs in an intimate way. The split reaction captured something true about live performance today: in the age of instant social judgment, a single night can mean entirely different things to everyone watching.
Hailey Bieber posted a new campaign for Rhode, her skincare and beauty brand, featuring behind-the-scenes photographs taken on a beach. Among the images she shared on Instagram were shots of her in a brown bikini, paired with a dark brown cropped long-sleeve cover-up, lying on the sand with her products nearby. The photos drew the expected response from her followers, who filled the comments with praise—one calling her "that girl," another declaring her "the most beautiful in the world."
Rhode itself has become a significant business venture. Bieber launched the brand in June 2022 with three initial products: a peptide glazing fluid, a barrier restore cream, and a peptide lip treatment. The line has expanded considerably since then, adding makeup and skincare offerings that have resonated with consumers. The brand's momentum caught the attention of e.l.f. Beauty, which acquired Rhode in May 2025. The deal preserved Bieber's role in the company—she remains chief creative officer and head of innovation, meaning she continues to shape the products and direction of the brand even as it gains access to e.l.f.'s manufacturing, distribution, and retail infrastructure.
When announcing the partnership, Bieber framed it as a natural evolution. She wrote on Instagram that when she started Rhode, she had ambitious goals for the company, and the most important thing to her was bringing the brand to more places and more people globally. The e.l.f. deal, she suggested, was the vehicle to make that happen.
The campaign post comes as Bieber has been visible in other high-profile moments. In February, she attended the Australian premiere of "Wuthering Heights" wearing a sheer black Saint Laurent floor-length gown that drew attention for its revealing design. More recently, she was in the audience at Coachella in April, where her husband, Justin Bieber, headlined the festival.
Justin's performance, however, became a point of contention online. Critics were harsh about the second half of his set, which consisted largely of him singing along to his own music videos played on YouTube. The stripped-down approach—or what some saw as a lack of effort—prompted sharp reactions on social media. One user called it "the worst performance" they'd ever seen, criticizing what they perceived as pure laziness. Another questioned why he had been paid $10 million to headline if this was the result. Not everyone agreed with the criticism, though. Some fans treasured the intimate moment of hearing him perform his older songs, regardless of the format. The mixed response underscored the unpredictability of live performance in the age of social media judgment, where a single set can generate wildly divergent takes within hours.
Citas Notables
When I launched Rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally.— Hailey Bieber, announcing the e.l.f. partnership
La Conversación del Hearth Otra perspectiva de la historia
Why does Hailey keep posting campaign photos herself rather than letting a traditional ad agency handle it?
Because she owns the brand and controls the narrative. When you're the founder and chief creative officer, your Instagram isn't just a channel—it's the primary distribution. She has millions of followers; why pay for ads when she can speak directly?
The e.l.f. acquisition seems like a big moment. Does that change what Rhode is?
It changes the scale, not the soul. She keeps creative control, which is the deal she clearly negotiated for. e.l.f. brings manufacturing and shelf space. Rhode stays hers to steer.
Why include the Justin Coachella stuff in a story about her skincare campaign?
Because it's the texture of her life right now. She's building a business empire while also being married to someone whose career is under constant scrutiny. The two exist in the same moment.
Do you think the negative reaction to his performance bothers her?
Probably. But she showed up to support him anyway. That's the part that matters more than what Twitter said the next day.